Chicco UK Celebrates Mother’s Day with a Multi-Post Facebook Sweepstakes

Posted in: Success casesLast update: 02/04/19

Babycare brand Chicco celebrated Mother’s Day in the UK with an enormous Facebook giveaway. Here’s how they teamed up with the agency HROC to plan and carry out the sweepstakes.

Asking mothers for their honest advice and opinions created a buzz of conversation across social media. Chicco UK boosted engagement and increased the strength of their online community, almost overnight.  Let’s take a look at the details.

The agency


HROC is a fully integrated PR and advertising agency. It spans creative services, digital marketing, web development, video creation, social media and public relations. Based in Moseley, Birmingham, UK, HROC works for a variety of clients nationally across a huge range of both B2B and B2C industries.

The brand


Chicco is an Italian babycare brand with a very strong presence throughout Europe. Chicco’s mission has always been to make a baby smile, and help parents through their child’s early years.

Chicco provides safe solutions, designed to meet the demands of babies as they grow. With household-name products such as its Chicco Next2Me side-sleeping crib, Chicco combines innovation and traditional design to provide modern classics across all areas of infant and childcare.

The objective

The goal was to mark Mother’s Day in a fun and interactive way, while promoting Chicco’s innovative range of NaturalFeeling bottles. The vast majority of people who like the Chicco Facebook page are mothers, so the brand and agency wanted to do more than share a Mother’s Day status update.

The Facebook competition asked women to share what they have learnt from motherhood, and help other new moms out. It was the perfect way to celebrate mothers everywhere.

Facebook post announcing the Chicco Mother's Day giveaway. The image shows a woman feeding her baby, using the bottles and feeding pillow from the prize bundle. The text reads: "Don't forget to enter our Mother's Day competition! To celebrate the treasured moments you share with your little one, we're giving away this feeding time bundle. To enter, simply tell us the best advice you received before you became a mum!"

Chicco and HROC chose the Facebook giveaway app so that mothers could express their views personally and authentically by commenting. So the giveaway was really by and for moms. It was much more meaningful than simply liking or sharing a post created by the brand.

The solution

Four posts were created in advance and scheduled to run through the week leading up to Mother’s Day. The first post was boosted, but the other posts relied purely on organic reach and engagement.

The prizes were a Chicco NaturalFeeling gift set with two sizes of feeding bottle and a silicone soother, as well as a Chicco Boppy feeding pillow for breastfeeding or bottle-feeding. The prizes were carefully selected to benefit mothers and babies.

Screenshot of comments from one of the giveaway posts. Mothers offer advice such as "nap when baby does", "trust your instincts", and "keep calm".

The Facebook giveaway app collected entries from all four posts into one prize draw. Then it randomly selected five people to win. HROC found the app very easy to use, because all the posts could be added to the giveaway at once – there was no need to select posts or comments one by one.

Screenshot of comments from one of the giveaway posts. Mothers offer advice such as "Be loving and patient no matter what" and "Enjoy every single second".

The result

The competition received a total of 371 comments altogether, with a reach of well over 100,000 views.

The reaction was overwhelmingly positive from new and experienced moms. Throughout the week, Chicco’s Facebook page received 919 additional likes, of which they attribute a large proportion to the Mother’s Day competition.


Easypromos made the whole thing very easy and straightforward. It is the perfect way to choose competition winners on fair and random basis, and by providing the capability to select multiple posts to choose from, selecting winners is a very simple task. It also allows you to choose back-up winners should there be an issue with the original selection, as well as blacklist entrants with whom there may have been issues before.

–  K. Morris –

Account Executive, HROC PR

Randi Jensen

International Business Developer in Easypromos

Publication date: 2017-04-12